Wanna be great? Do it like you mean it.

To follow a trend is easy. To be a trend means you only have one second to be great, so you have to go all in. That’s when you make ephemeral creativity. And therefore, when you achieve creative greatness. So, how do these guys do it?


All these (and many more) amazing content creators have the ability to be true trendsetters because they are true to what you love to do.

Between copying each other and finding their style in what they love to do, they are showing the world something that tomorrow will be outdated, but that today is great. And they did it because they enjoyed it, and that kind of love shows up. Because ephemeral creativity knows the right time to show up.

That’s right. Ephemeral creativity isn’t fake, it isn’t made up or created to stuff content into a page. Ephemeral creativity is the most authentic form people have to be who they are. That’s why it is so great. It allows people to be true to who they are, to be free of judgments and concerns for that moment, to really live the moment, because eventually, it ends.

So, when these people try something and achieve greatness in what they do, it is only because what comes out from inside of them is pure, true, and because they loved what they did.

Thank you to all the content creators of urban culture out there, you are a true inspiration for me everyday.

(Photo on the left by Wladislav Glad)





To Be Great for an Ephemeral Moment

A creative reflection on something more than creativity

How can something ephemeral be profound? How can it be deep enough that it isn’t shallow, but at the same time be “in style”, be trendy, be what it was created for: to last only one moment?

I struggle with this every day. I think about creating great content with great meaningful thoughts. I try to tell my version of things, through my eyes and the way I see it, and it only takes me to one place: nowhere.

I try very hard to create something truly great, because I really believe ephemeral creativity has to be great to serve its purpose – to last only one moment while being unforgettable. And because I have so much respect for those who are able to create it, I find myself being incapable of trying to do so myself, fearing it won’t be good enough. Because, after all, I’m an appreciator of other people’s art before I am a creator.

So I thought of changing this whole project and turning it into a series of reviews of great work from great people, and that’s that. But a very important person once said to me “you know, Nike isn’t great because of Wieden. Wieden is great because of Nike”.

If you know the “who’s” and “what’s” about advertising, you probably know that Wieden is just the biggest and most creative independent agency in the world, which so happens to have grown with Nike, one of their biggest clientes. And many people say they are who makes Nike the brand it is today. And some others, like this person I tell you about, think it’s because of such well-structured brands like Nike that Wieden is able to make great pieces of advertising.

Now, don’t get me wrong, I still have a long way to go to even consider to feel like a powerful energy like Nike, instead of someone who tells stories of great ones.

But I want to embrace this journey. I want to feel like I can be great to. And profound and deep and meaningful to whoever reads this, which I’m aware that it’s pretty much no one. Still, I want to do it for me. 

This little reflection is my way of announcing the new way of thinking of this little corner of the internet from now on. A free ephemeral way, that will always try to be great even if it is just for a moment.

Nike: The Brand that “Just Did It”

Being a brand of urban culture is more that just appearances. It’s more than just designing streetwear and being young and careless. It’s also about defending social causes that occur in your community. It’s about defending your community. And Nike just did:

Everyone is talking about it because it is something to talk about. It’s not something we witness everyday, but is something worth seeing and remembering, specially if you’re a brand.

You see, as a brand, when you have the power to move so many people world wide and truly support a community, that means something. It’s not just about filling your pockets with revenue, it’s also about being aware of your responsibility towards the society and towards those that live by the rules you set as a brand. It’s about leaving aside your corporate personality and becoming the hero your community needs you to be.

This is how Nike, a brand that has become known by its big statements and by being a real trendsetter in the urban culture, has finally shown that it is there for those who need it. For the true athletes, who should only be defined by nothing else but their effort in becoming the greatest in their fields. And of course, for its community.

Are brands discovering the true meaning of copywriting, again?

The other day, I came across a strategy case study for a tech company. I was shown a document with the company’s strategy for the future, you know, mission, vision, market placement, new target, all that. So far, nothing new to the story, right? But then, I heard about who created the document: a consultant copywriter. I was a bit confused for two reasons: 1st, what is a consultant copywriter? And 2nd, why is a copywriter creating this kind of strategies? I was fascinated.

During my times as a copywriter, I was always drawn to strategy. I wanted to design the strategy of what I wanted to say almost as much as I wanted to write it. So much, that I actually moved away from the creative side of advertising to the strategic one, because I thought that no copywriter would ever be as involved in strategizing for a brand than a strategic planner, or even a strategy consultant. Later, while going through this change in my career, I realized that copywriting and strategy needed indeed to be closer. But this document that I saw recently for the tech company was another level.

It showed that a copywriter, someone with a clear creative drive, had done an amazing strategy, with goals to accomplish and targeting data, I mean, everything a strategy made by a brand consultant has. And then, I saw it: the secret was in creating a script for it. This copywriter created a script for the strategy, everything from for whom the brand wants to talk to, to what they’re going to promise the consumer, what they’re going to offer them, I mean, basically everything you find in a brand strategy. But created by a copywriter.

Later, researching about these new kind of copywriters, I found this article about what Booking defines as a good copywriter. As they said,

“… the poetics of the words don’t matter much. What matters is how the copy was approached”.

It’s all about the strategy behind the copy. And it’s about how you tell it to reach people how you want to.

It’s really about the way you communicate with people. It’s about the strategy you design to make them believe you, understand you, learn from you. It’s not just a banner text, or an article, or a word in a button, it’s an experience that you create for people to interact with. And it’s only effective if you think about it this way instead of thinking about creating a nice text.

But although it seems like it, this isn’t new at all. Some years ago, Wieden+Kennedy published an ad for a copywriter, that said something like “We’re looking for copywriters. Not songwriters, not poetry writers, not journalists. Copywriters”. This really shows that these “new” kind of copywriters are the same ones advertising agencies have been looking for all these years. In fact, they’re the same kind of copywriters that made advertising famous in the ’50’s, its golden years. So, the industry hasn’t changed in this aspect. It just has come back to its routes. It finally has left the silly “change the world” advertising and the epic and dramatic storytelling, and gone back to what really matters: knowing how to talk to people.

Creativity is nothing if not a feeling

A piece of urban culture is created when an entity steps out of its comfort zone and creates something with a message that makes people feel something. A message that is common to everyone and that a lot of people can relate to.

Creativity is nothing if not a feeling a piece causes on people. Feeling nothing when seeing a creative work is the worst thing that can happen to a creator.

Making someone feel something with their products is something we see often from brands. But the clever part of this Apple’s Home Pod ad is that it’s not the product directly that makes FKA Twigs feel something, it’s what comes out of it, I mean, the possibilities it offers. In this case, it was the simple feature of playing music. Take a look:

Content like this, that not only shows people how they can feel with their products, but also makes them feel something with the quality and creativity of the content, tells us this is a great brand. A brand capable of breaking barriers and step up their work to a level when they’re no longer competing with other brands, they’re competing with the creative work launched everyday that has the potential to become part of culture.

See you next time,

Brand creativity has the power to build new culture

Most of the times, what comes out of polemical issues like racism, social exclusion and gender inequality is usually more racism, social exclusion and gender inequality. But then, I found Lido Pimienta and Wayvy Baby.

For those like me who knew nothing about her, Lido Pimienta is a Colombian musician with a big activist voice that, after having dealt with social exclusion and racism herself, is now fighting for human rights through her music. Also, she’s a part of the project Wayvy Baby, a clothing brand (of, I dare to say, urban creativity) that “strive to bring awareness through our garments”.

Lido has a collaboration with this brand, called “We Are True”, which “explores the state of our current social climate in the digital era by rejecting social constructs that position youth culture as one that is detached from advocacy, solidarity with oppressed voices and human rights”.

I found this message so important and positive, as it doesn’t focus only on what’s wrong, but it brings awareness to it and confronts people to deal with it. But, most importantly, and the main reason I’m writing about it, it does this using creativity to its favor.

Creativity has the power to change minds, it shows us new perspectives and realities. And it’s a great way to help us feel like we’re part of a movement, like we belong to a group who has a voice, which we share, and we want to let it out.




See you next time,

What happens when brands actually listen to people’s needs

There’s a thing that happens when you don’t consider human behavior and another that happens when you do.

Nowadays, with all tech things evolving every minute, it’s really hard to catch up with everything. So, what do brands do? They rely on new niche businesses to help them manage the “digital side” of their brand. They hire influencer marketing companies and social media star-ups to help them know not the latest trends, but the latest tools. They want to know every sing thing that is measurable, and after, they want to measure it. They feel the need to collect crazy amounts of data and other apparently important information about their consumers, so that they can reach out to them in a more specific and personalized way. So far, it doesn’t look like a bad thing, right?

Well, they did forget something, actually, they forgot the most important thing: people.

Sure, they wanna know at what time people see their posts, follow their communication, interact with each other; if they read the whole page, why they didn’t buy a product, etc., etc., etc. But, is that really knowing people? Really caring about their needs? Looking at people, speaking to them and asking them, and ourselves as well, what is missing for them is the most important thing that we, as communicators, have to do.

That’s exactly what Fenty Beauty did. And of course, you can think that its success is due to Rihanna, her name, the major ad strategy behind it all. Or you can simply accept the fact that someone had a very clear idea of what was missing in their market. In this case, there wasn’t a big brand with this much exposure with so many foundation options, that could really be used by every single woman on the planet, no matter what their complexion is.

So, besides the other fabulous products it offers, the fact that Fenty Beauty brought 40 different shades of foundation women means that they heard women’s needs and the beauty community needs as well. Essentially, its client’s needs, people’s needs.

Here’s Fenty Beauty, by Rihanna:

See you next time, 

Reinventing classic to make it trendy again

When we hear “original”, we usually hear “old” or even “vintage”. But this campaign by Adidas really opens our eyes to a whole new meaning of the concept.

The realness of it, the message that says you can triumph on your own way, the music sang by everyone at the end of the commercial, the use of celebrities in the most recent videos, the look and feel of the video, just basically everything gives you goose bumps and really makes you believe that is possible to make great and trendy advertising at the same time. 


This is “Originals is Never Finished”, a truly immortal piece. Enjoy:



See you next time,

It’s rough, it’s authentic, it’s Da Da Ding

To feel empowered by a brand, to be inspired by their content and to feel like they not only understand you, but also give you the elements you need to fight for what you believe in can only mean one thing: that brand is doing one hell of a job with their content.

That’s Nike’s case with this campaign. It was made for the Indian market, but everyone can relate to the difficulty of powering through tough situations. It’s rough, authentic and empowering. It’s “Da Da Ding”.


And, just like that, with a simple ad, they inspire millions of women.


See you next time,

This ad doesn’t sell a product, it creates culture

You know a brand is more than a brand when what they create becomes part of urban culture. That’s Beats by Dre’s case.

The brand promise behind the most famous headphones in the world is to give people the opportunity to listen to music in their daily lives with high studio quality products. And they’ve materialized this concept in amazing different ways, from displaying the product just as it is, to collaborating with famous people, from athletes to musicians to the Kardashians. But, it’s great pieces of content like this one that show you they are more than just a brand:

This is not another collaboration with a musician. This is not a mini clip with some girl dancing. This is not about the headphones either. This is about being part of an urban cultural movement. It’s about being part of a trend while showing your product. It’s a hell of a brand strategy. And essentially, it’s about loving the brand you created.

See you next time,